# Peeled-Back Natural Beauty Ads The Crest 3D White Whitestrips Campaign Shows What Nature Intended By Meghan Young | Published 2013-11-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/crest-3d-white-whitestrips References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/11/crest-3d-white-whitestrips-nature-intended/) & [kaplanthaler](http://www.kaplanthaler.com/) Many commercials advertising the benefits of teeth whiteners often focus on the culprits (wine, coffee and more) and how one's signifiant other suffers because of it; yet the [Crest](https://www.trendhunter.com/trends/crest-3d-white-deep-stain-remover) 3D White Whitestrips ad campaign takes a different path. Instead, it focuses on more of a highbrow concept that revolves around the tag line, "As nature intended." Conceived and executed by [Publicis](https://www.trendhunter.com/trends/chocolate-like-nobodys-watching) Kaplan Thaler, an ad agency based in New York, New York, the Crest 3D White Whitestrips ad campaign shows polluted scenes such as smoggy skies, oiled filled waters and, on a more figurative level, a tattooed body and shows how when peeled back, the whitening strip reveals something refreshing beneath. People will immediately make the connection with their own teeth. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 41% | Activity: 63% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Nature-focused Advertising:** Creating ad campaigns that revolve around nature and the environment. - **Figurative Messaging:** Using figurative visuals to reinforce a brand's messaging. - **Conscious Consumerism:** Appealing to consumers who value eco-friendliness and natural ingredients. ### Who This Affects Most - **Personal Care:** Creating marketing campaigns in the beauty industry that offer eco-friendly products and promote natural beauty. - **Fashion:** Using figurative messaging in fashion advertising to promote sustainability and eco-friendliness. - **Food and Beverage:** Developing conscious consumerism marketing campaigns for organic and natural products that are environmentally friendly. ## Related on Trend Hunter - [Confident Smile Campaigns](https://www.trendhunter.com/trends/aquafresh.md) - [Stain Removal Tooth Polishes](https://www.trendhunter.com/trends/closeup-white-now.md) - [Smile-Reflecting Toothpaste Campaigns](https://www.trendhunter.com/trends/freeyoursmile-campaign.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [All-Natural Teeth Whitening Strips](https://www.trendhunter.com/trends/allnatural-teeth-whitening-strips.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Effortless Skincare Campaigns](https://www.trendhunter.com/trends/deglaze-my-makeup-with-me.md) - [New Years Specific Campaigns](https://www.trendhunter.com/trends/unready-for-anything.md) - [Natural Whitening Toothpastes](https://www.trendhunter.com/trends/whiten-toothpaste.md)